This image grab taken on Dec 2, 2020 from the official website of Château Mouton Rothschild shows a bottle of Château Mouton Rothschild 2018.
Chinese artist Xu Bing has created a new work of art for a prestigious French wine label, becoming the latest in a line of well-known artists to work with the brand.
Xu's artwork for the Chateau Mouton Rothschild 2018 label was inspired by a writing system created by the artist, called Square Word Calligraphy. The calligraphy resembles the structure of Chinese characters but is actually composed of the Latin alphabet.
My inspiration for creating the label comes from the reality of our lives.
Xu Bing,
Chinese artist
Xu uses this creativity on the 2018 label by rewriting Mouton Rothschild in a unique style, merging the two cultures. "My inspiration for creating the label comes from the reality of our lives," he said.
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"Viewers will realize that their existing knowledge no longer works as they view this piece, and it is the same principle they face in today's world. We are urged to seek a new perspective and pivot our point of view to comprehend what is going on in the world. This concept also applies perfectly to the legacy of Chateau Mouton Rothschild. Behind its name are layers of rich history, waiting to be discovered."
Well-known artists
Each year since 1945, a famous artist has created an original artwork for the label Chateau Mouton Rothschild. Previously, it has been done by artists such as Salvador Dali, Joan Miro, Marc Chagall, Pablo Picasso and Andy Warhol.
"When I discovered Xu Bing, I was captivated by him as an inventor of signs endowed with incredible poetic power," said Julien de Beaumarchais de Rothschild, vice-chairman of the company board of directors.
"Then I said to myself that our labels were also signs, each work of art referring to a year: the 1973 vintage can also be called the 'Picasso Mouton' as the 2018 vintage will be called the 'Xu Bing Mouton'."
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Xu was born in Chongqing, Southwest China, in 1955. He attended the Central Academy of Fine Arts in Beijing in 1977, where he would later become vice-president, and where he still teaches.
His works have been exhibited at the British Museum in London, the Museum of Modern Art and the Metropolitan Museum of Art in New York, among other renowned institutions.
